Executive Briefing

Nike is trying to prove that brands don’t need Amazon

Does Amazon need brands?

Nike Amazon brand store

Nike announced this week that it’s ending its two-year “pilot” with Amazon, where it was selling a selection of shoes and clothing, as it increasingly focuses on direct relationships with its customers.

This was a bit of a surprise; on Nike’s earnings call in late September, CEO Mark Parker said (pdf), responding to an analyst’s question: “So far, the work with Amazon, the relationship has gone well. The business is performing well, that is, so nothing new to report there.”

So the business itself clearly isn’t the most important part of the equation here. And it adds more weight, in hindsight, to what Parker said next on the call:

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

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